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Learn Landing Page Fundamentals

(free thoughts)

this is a landing page

If you think your landing page is your home page,
brace for disaster!

Warning. this is a home pageLanding Pages vs Home Pages

Even before I start explaining what a Landing Page is, let me tell you first what a Landing Page is NOT.

If you’re like most business owners, you’ve spent a lot of time creating your homepage.

A Homepage is like a virtual business card. It should be the very first impression you present to the online world.

Most of the time, it is also the most visited page on your website... So, it's better be good... .

But your Home Page should never be used as a Landing Page!
Uh... Why, why why?

this is a home page

A good homepage does the following:

  • It's your root domain (think yourwebsite.com)
  • It gives a comprehensive overview of what your business does
  • It is your one minute pitch
  • It may link to every other crucial permanent page of your website
  • It tells your visitors what is the #1 thing you are extremely good at
  • It may display a menu
  • It may show how your visitors connect with you

this is a landing page

On the other hand, A Landing Page:

  • Is designed to receive traffic mostly from ads or email marketing
  • Prompts visitors to take ONLY one previously-defined action
  • It focuses on a SINGLE topic or single offer throughout the page
  • It does not show any menu
  • It might not be a permanent feature of your website
  • Has extra fine-tuned copywriting
  • Might be considered as a micro-site

This is a Home Page

this is a home page
Click on the image to see the page

This Home Page has more than 20 links leading to other pages. The design is focused on branding and concepts and is showing all the options the website can offer.

This is a Landing Page

this is a landing page
Click on the image to see the page

This landing Page has only 1 CTA. The visitor can only do 2 things: leave their email, or exiting. It has a prominent video, powerful CTAs, & a very simple web form.

Before you read the rest, you need to agree to the above

A Home Page and a Landing Page are very different!

It's all the same to me. I need to read the specifics again!

Never start a marketing campaign
without a Landing Page

Chapter Outline

Today’ is all about fundamentals. So you’re not allowed to DIY until you understand the following:

Landing Page 101

Now that we are on the same (landing) page, let me tell you that a well-designed Landing Page can significantly increase conversions for your PPC or email marketing campaigns.

Rather than pointing your visitors to your Home Page, lead them to a specially-designed landing page that directs them exactly where you want them to go.

Creating effective landing pages isn’t the same as crafting a successful website!

There are specific guidelines you should adhere to in order to maximize your page’s success and that' what this training is all about.

A Landing Page is any web-page that someone lands on after clicking on any CTA. Landing pages are standalone pages that are designed for a unique marketing campaign.

Standalone means

  • it has no ties to your website
  • you can't find it on your menu - its afloat-alone page
  • it's only accessible from the CTA or link you’re providing in your marketing content
  • it behaves like a micro-site

The purpose of a landing page falls into 2 categories:

  • to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel
  • to capture leads that allow you to market to people in the future

A Landing Page can be one of those 2 concepts:

Lead-gen Landing Pages

The most valuable piece of information you can get from a lead gen page is someone’s email address – which gives you permission to continue talking/marketing to them.

Once you have a lead’s permission, you can send them indoctrination emails to convert them into a customer by combining the 2 most powerful communication tools: email marketing and funnels.

This is a lead gen landing Page
Click on the image to see the page

You can recognize this is a lead-gen Landing Page because there are 3 places with the web-form. The intent of this page is to capture the prospect 's email in order to retarget him with an email sequence.

Click-through Landing Pages

Click-through pages (or jump pages) are designed as a soft transition between a marketing ad and it’s final destination.
The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell.

Click-through pages provide enough information to inform the buyer that a solution exist to their problems, making them ready to purchase.

This is a click through landing Page
Click on the image to see the page
This click-through landing page has a lot of information and no apparent escape from the page. A CTA is present at the very bottom of the page when the prospect has finished reading the whole text.

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What are Landing Pages Used For?

Generally, Landing Pages are used to collect personal information. It's a lead generation process.

Your prospect will give you their email if you provide them with free or extremely cheap:

  • Reports/Whitepapers with essential industry facts and statistics.
  • Ebooks for comprehensive guides about different aspects of your business vertical.
  • Newsletters with tips related to your area of subject matter expertise.
  • Podcasts for people who like to listen & learn during a commute or workout.
  • Checklists/Scorecards for people that like to see how well they are doing and/or benefit from a to-do list.
  • Blog subscription to receive ongoing content via email or RSS.
  • Webinar registration for live online sessions, often with Q&A with experts and special guest presenters.
  • Presentations or recorded sessions including video or slides.
  • Consultation services or booking meetings for someone to request your time or services.
  • ecourses delivered over a period of time – just like the one you’re reading now about landing pages!

Note that whatever you provide for free MUST have an awesome value, otherwise, your prospects will not give your their personal information.

The Landing Page might also be used to warm prospects to your offering before you push them deeper into your sales funnel to:

  • Purchase your product or service online.
  • Become a customer or subscriber of your online business.
  • Or any of the lead-capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form.

Finally, your Landing Pages can also be used to sell something that has a high ticket price:

  • a $500 consultation
  • a $2,000 training
  • a $300 recurrent coaching program

Your Landing Page Has Goals

You need clear goals even before you start desigining Landing Pages.

You also need specific expectations for your landing page to be able to gauge its success.

These expectations are based on:

  •  previous experience
  •  anecdotal evidence
  •  or simply wishful thinking

But it’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.

The clear CTA is Paramount. 

Once you know what your goal for the page is, you need to come up with a clear call to action. That is possibly the single most important part of any landing page. Your call to action should be specifically tied to your goal and should be supported by everything else on your landing page, from headline and body copy to images and overall layout.

Simple is Best. 

Landing pages need to be greatly simplified compared to many other website designs. That is because with very specific goals, they shouldn’t include any extraneous information that might distract your visitors and prevent them from converting.

Perfect Message Match

Message Match is an essential part of why landing pages can make or break. Message Match is the ability of your landing page to reinforce the messaging presented in the ad or post that was clicked to reach the page.

Visitors are impatient! They will leave your page within a few seconds of arrival if you don’t show them what they are looking for. And what they look for is in your ad. So, your landing page should reinforce their intent with a matching clear headline and purpose.

By ensuring a perfect message match, you are strengthening your visitor's belief that they made the right choice by clicking on your ad.

Here’s an example of a Google Ad, a Facebook Ad and a matching Landing Page.

Message Match is an essential part of why landing pages can make or break. Message Match is the ability of your landing page to reinforce the messaging presented in the ad or post that was clicked to reach the page.

Visitors are impatient! They will leave your page within a few seconds of arrival if you don’t show them what they are looking for. And what they look for is in your ad. So, your landing page should reinforce their intent with a matching clear headline and purpose.

By ensuring a perfect message match, you are strengthening your visitor's belief that they made the right choice by clicking on your ad.

Here’s an example of a Google Ad, a Facebook Ad and a matching Landing Page.

This is a click through landing Page

Click on the image to see the Landing Page In Action

Not only is the copy perfectly matching here, but there is also a solid "design match”, where the visual treatment of the landing page is embedded into the ads. From the color, the copy, the icons, and the general feel, everything is there to further reinforce the connection between the banner-ads and the Landing Page.

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That's it for Part I of how Landing Pages can help you with your marketing.

As always, you have now two choices:

Now, you can Do It Yourself (DIY)
or it can be Done For You (DFY)

Your choice:

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Done-For-You: contact us, tell us your goals, sleep tight, we'll do the rest... You're welcome

Dear Friend:

how to make money with a blogMy name is Xavier Lannes and I have been working as an Internet Marketer for the past 20 years.
I am the CEO of MyAdGency.Com and several other ecommerce websites.
I am also a certified Digital Marketer.

The training that you are about to download will greatly help you, but if you think you can't do it yourself (because you don't have the skills, of the time to do it,) I can do it for you.
Do not hesitate to contact me at xavier@myadgency.com.
Take care
Xavier Lannes

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